Marketing Unit 2 Text A The business of

Marketing Unit 2 Text A The business of marketing

Lead in • What is marketing? • What are the important factors that can influence marketing?

Lead in Could you explain the following cases in marketing: • New Apple products are initially sold in exclusive Apple stores and online. • The Porsche (保时捷) 914, due to its low entry-level price, was known as the “poor man’s Porsche, ” and was a failure in the market. • Burberry (巴宝莉) coats are not sold at discount stores. • Credit-card companies often offer promotional gifts to college students in order to induce them to get their first card.

Lead in • New Apple products are initially sold in exclusive Apple stores and online. (place) • The Porsche 914, due to its low entry-level price, was known as the “poor man’s Porsche, ” and was a failure in the market. (price) • Burberry coats are not sold at discount stores. (place) • Credit-card companies often offer promotional gifts to college students in order to induce them to get their first card. (people)

Lead in • Get ready for taking in more knowledge about marketing from reading the text “The business of marketing” • Source: The Fundamentals of Marketing (2009), by Edward Russell.

Academic reading Definition of marketing given by Professor Edward Russell • In essence, marketing is: • 1. discovering and giving consumers what they want and need; and • 2. doing this at a profit

Preparation Specialized terms • manage customer relationships (para. 2, L 34) 管理客户关系 • satisfy consumer requirements (para. 4, L 23) 满足消费者需求 • entice consumers to buy products (para. 8, L 3) 吸 引消费者购买产品 • ideal target market (para. 12, L 5) 理想的目标市场 • maximize interest (para. 12, L 4) 利益最大化 • an established brand (para. 15, L 1) 知名品牌 • exclusive distribution (para. 17, L 2) 独家经销 • event marketing (para. 18, L 3) 事件营销 • cut the cost of manufacturing (para. 20, L 4) 减少生产成本

Sentences 1. Para. 7, L 3 • Manipulation is a charged word, especially when we talk about manipulating people. However, manipulation is important because as a marketer, I control each of the tools of marketing and manipulate them to maximize impact on the market. • manipulate: vt. • 1) (disapproving) control or influence sb. , often in a dishonest way so that they do not realize it 操纵，控制 • 2) control or use sth. in a skillful way （熟练地）操作，使 用 • charged adj. （气氛）紧张的 • maximize vt. increase sth. as much as possible

Sentences 2. Para. 12, L 4 • Discovering your ideal target market and learning all you can about why they do what they do will help you determine the best way to present your product to maximize interest. Sentence structure: • Subject: discovering your ideal target market and learning all you can about why they (target customers) do what they do • The rest part: will help you determine the best way …

Sentences 2. Para. 12, L 4 • Paraphrase: • If you can find out your ideal target market and try your best to understand the wants, needs and desires of the target customers, • it would be helpful for you to decide which is the best way to present your product, • so that you can increase your profits as much as possible.

Sentences 3. Para. 14, L 2 • It also segments the audience into those who can afford it and those who can only wish they could. • segment: vt. divide into different parts 分割 • Paraphrase: It (price) also divides customers into two groups: • people who can afford price and • people who can only wish they could afford the price.

Exploring new knowledge 5 Ps of marketing • Read the text and synthesize the useful information. • Half SS read para. 9 -15 • Half SS read para. 14 -18 • Finish the relevant part of the tree diagram on p. 29

5 Ps of marketing • People: • Marketing revolves around the wants, needs, and desires of people. • Effective marketing should begin with an insightful understanding of the consumer.

5 Ps of marketing • Product: • Product is anything that can be offered for sale or use to another individual. It covers everything that goes into the development of the tangible or intangible object.

5 Ps of marketing • Price: • Price not only pays for the cost of goods and profit, it does much more, such as communicating about the product, setting quality expectations, segmenting the consumers, and even conveying how one should consume the product.

5 Ps of marketing • Place: • Place refers to where and how you sell your product and where and how you distribute your product. • It also sets quality expectations.

5 Ps of marketing • Promotion: • Promotion refers to the way you choose to promote your product, such as advertising, public relations, sales promotion, event marketing, as well as any personal one-on-one selling you do.

Practice with your marketing knowledge • A market can be divided into market segments (市场细分) – groups of customers with common characteristics that influence their buying decisions

Practice with your marketing knowledge The market can be divided according to any of the following variables: • 1. Demographics (人口统计数据) – age, gender, income, and so on • 2. Psychographics (消费心态) or lifestyle variables – interests, activities, attitudes, and values • 3. Behaviour – receptiveness to technology, usage • 4. Geographics (地区性) – region, climate, population density

Select your target market Target consumers: Segmentation characteristics Demographics Psychographics Behaviour (age, gender, or lifestyle (receptiveness Products and income, etc. ) to technology, (interests, services usage, etc. ) activities, attitudes, and values) Geographics (region, climate, population density, etc. ) BMW MINI Cooper Sony BRAVIA 4 K HDR TVs Mc. Donald’s Mc Delivery Go

Select your target market • MINI Cooper

Select your target market • BMW MINI Cooper

Select your target market For example • MINI Cooper Clubman • “Go with your gut. ” 永不违背内心。 • Price: ¥ 249, 000 – ¥ 381, 000 Back

Select your target market • Sony BRAVIA 4 K HDR TVs • “Ever closer to perfection” • Available in 65 -inch class, 75 -inch class, 100 inch class. • Starting at $5, 999. 99 • Immersive pictures. Beautiful design. Effortless control. Revolutionize every aspect of your viewing experience with our new product. Back

Select your target market • Mc. Donald’s – Mc Delivery • 30 minutes guarantee, or RMB 30 coupon Back

Language building-up • Specialized vocabulary – Exercises on pp. 30 -31 • Formal English – Exercises on p. 32

Specialized vocabulary Exercises on pp. 30 -31 1. 2. 3. 4. 5. 6. 7. 8. 9. the act of sales (para. 1, L 2) manage customer relationships (para. 2, L 3 -4) business philosophy (para. 3, L 1) satisfy consumer requirements (para. 4, L 2 -3) manipulate the tools of marketing (para. 8, L 2) entice consumers to buy products (para. 8, L 3) effective marketing (para. 10, L 6) ideal target market (para. 12, L 5) promote products (para. 18, L 1)

Specialized vocabulary Exercises on pp. 30 -31 10. 利益最大化 (para. 12, L 6) 11. 产品包装 (para. 13, L 3) 12. 产品设计与生产(para. 13, L 4 -5) 13. 知名品牌(para. 15, L 1) 14. 消费产品 (Text B, Footnote 5) 15. 独家经销(para. 17, L 2) 16. 事件营销(para. 18, L 3) 17. 减少生产成本(para. 20, L 4)

Specialized vocabulary Exercises on pp. 30 -31 1. 2. 3. 4. 5. 6. 7. 8. 9. 销售行为 管理客户关系 经营理念 满足消费者需求 使用营销 具 吸引消费者购买产品 有效营销 理想的目标市场 促销/推广产品 1. maximize interest 2. the packaging of the product 3. the design and manufacturing of the product 4. an established brand 5. consumer goods 6. exclusive distribution 7. event marketing 8. cut the cost of manufacturing

Formal English (p. 32) 1. 2. 3. 4. 5. common things deal with skillfully persuading habitual divides

Viewing What physics taught me about marketing • TED Global, Filmed Jul 2010 • By Dan Cobley, then Marketing Director at Google

Parallels (相似之处) between physics and marketing Physics 1. Newton's Law: "The force equals mass times acceleration, " that is, the bigger the mass of an object, the more force is needed to change its direction. Marketing

Parallels between physics and marketing Physics 2. Heisenberg's uncertainty principle: You can never accurately and exactly measure a particle (粒子), because the observation changes it. Marketing

Parallels between physics and marketing Physics 3. An axiom (公理) of physics: You cannot prove a hypothesis (假� ), but it's easy to disprove it – any hypothesis is shaky. Marketing

Parallels between physics and marketing Physics 4. The second law of thermodynamics (�力学 ): Entropy (� ), which is a measure of the disorder of a system, will always increase. Marketing

Parallels between physics and marketing Physics 1. Newton's Law: "The force equals mass times acceleration, " that is, the bigger the mass of an object, the more force is needed to change its direction. 2. Heisenberg's uncertainty principle: You can never accurately and exactly measure a particle, because the observation changes it. 3. An axiom of physics: You cannot prove a hypothesis, but it's easy to disprove it – any hypothesis is shaky. 4. The second law of thermodynamics: Entropy, which is a measure of the disorder of a system, will always increase. Marketing

Parallels between physics and marketing Physics Marketing 1. Newton's Law: "The force The bigger a brand, the more equals mass times acceleration, " difficult it is to reposition it. that is, the bigger the mass of an object, the more force is needed to change its direction.

Parallels between physics and marketing Physics 2. Heisenberg's uncertainty principle: You can never accurately and exactly measure a particle, because the observation changes it. Marketing Try to measure what consumers actually do, rather than what they say they'll do or anticipate they'll do.

Parallels between physics and marketing Physics 3. An axiom of physics: You cannot prove a hypothesis, but it's easy to disprove it – any hypothesis is shaky. Marketing No matter how much you've invested in your brand, one bad week can undermine decades of good work.

Parallels between physics and marketing Physics Marketing 4. The second law of Your brand is more dispersed. thermodynamics (�力学 ): You can't fight it, so embrace it Entropy (� ), which is a measure and find a way to work with it. of the disorder of a system, will always increase.